Sponsorship deals? They tell you it’s all about 'reach' and 'brand visibility'. But from the college fest side, the price is mostly about how convincingly you can promise a crowd that won't just leave for the canteen. Our biggest sponsor last year was the local mineral water company, because the principal's cousin owns it. You learn it's less about numbers and more about who you know, or who your principal knows — reminds me of getting the village council to fix our road, same story.
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